BRAND STRATEGY, VISUAL IDENTITY DESIGN, WEB DESIGN, ILLUSTRATION, 3D DESIGN
BEATRICE SALA, CARI SEKENDUR, HARUKO HAYAKAWA
ESTUDIO BUENA SUERTE
Founded by a former professional chess player (John Tabatabai) and consultant (Bryce Baker), EPD creates new revenue streams that allow businesses to get paid over and over again on their IP.
The Problem: What En Passant Digital is doing in Web3 is fairly new territory. They were struggling to communicate what they do to their key audience: marketing executives at large brands.
The Solution: Butter Studio partnered with EPD to launch a new website and brand identity that makes it easy for potential clients to quickly understand the value EPD offers. To do this, Butter broke down the messaging into key components, reframing the jargon around NFT’s to explain the value of “one-of-a-kind-digital assets” right off the bat. Butter designed this key message the appear as the first thing the user sees on the website and typeset it as if it were written in Web3 coding language, Solidity, to cue the idea that EPD is an expert to guide potential clients through the landscape of Wed3.
“En Passant” is chess move. A once-in-a-game situation, it can only happen in a rare setting, but when taken advantage of, the player reaps major rewards. This is the perfect metaphor for the value EPD brings to their clients. With their strategic know-how and deep expertise in blockchain, they unlock value for their clients that would otherwise sit dormant.
Inspired by the company’s roots in chess, Butter built the brand identity around this concept. We created a 3D chess piece and developed the user interface to reflect the grid of a chessboard, a series of squares that move dynamically as the user discovers what EPD can do for them. Bold colors, typography, motion graphics, unexpected interactivity, and 3D elements couple together to create an identity and site that keenly focuses the audience’s attention on what EPD can do for their businesses and conveys a sense of credibility and expertise through design.